It's finally out. Stray Kids Felix, Gong Cha commercial

Hello, this is Korea advertising. 1. Advertisement Background: Gong Cha and Stray Kids Meet The “My Vibe Right Now is Gong Cha” campaign is a brand campaign by global milk tea brand Gong Cha and Felix, a member of global K-pop group Stray Kids. Gong Cha is a brand that has led the popularization of milk tea and is loved by the younger generation. Stray Kids is a group that holds a unique position in both music and performance, representing the emotions of the global Generation Z. This advertisement conveys the message that Gong Cha’s beverages are not just simple food items but also a medium to express ‘vibes’, or emotions and moods. 2. Main Slogan: “My Vibe Right Now is Gong Cha” The main phrase and slogan of the advertisement, “My Vibe Right Now is Gong Cha,” goes beyond the simple meaning of drinking a beverage and delivers an emotional message that Gong Cha represents the emotions of this moment. In particular, the expression ‘공차중’ utilizes a unique Korean wordplay (wordplay) to su...

WON mobile commercial made by Woori Bank, IVE WON YOUNG

Hello, this is Korea advertising.

1. What is WON Mobile?

Woori WON Mobile is an affordable phone (MVNO) brand introduced by Woori Bank.
'WON' is an extended concept from 'WON Banking', Woori Bank's digital finance brand, meaning "We (We) + One (One)" and aiming for a service that is one with customers.

We, WON Mobile, are dreaming of a new living platform that combines finance and communication beyond simply saving communication fees.

-Convergence of finance and communication: Easy rate payment linked to Woori Bank account, various partnership benefits

-Reasonable pricing plan: Up to 50% less expensive than existing large carriers

-Enhancement of convenience: Telecommunication charges can be managed with our WON banking app

**Especially targeting 'Woori Bank customers'**, we are implementing a strategy to satisfy both financial convenience and communication cost reduction.


2. Why I chose IVE Jang Wonyoung for the brand launch

IVE's Jang Won-young is a star who is currently gaining explosive popularity not only in Korea but also throughout Asia.
We have her as a model to represent the following image that our WON Mobile is pursuing.

-Young and sophisticated brand image: Affordable phone = Need a fresh image aimed at generation MZ (millennial + generation Z) to break the old-fashioned stereotype

-Trust and symbolism: Jang Won-young has a very high level of trust and preference in the public

-Possible Global Expansion: Securing Advantageous Position in Future Expansion of Affordable Phone Services to Asia

Woori Bank modeled Jang Won-young to break away from the existing "heavy and conservative" image and transform it into a "light and trendy" brand.

3. Analysis of advertising concepts and messages

Key concepts for advertising

The advertisement was made under the theme of 'The perfect mobile I was looking for, our WON mobile'.
Jang Won-young naturally appears in various concepts (school, cafe, street) and repeatedly emphasizes the keyword 'WON'.

-Simple and trendy visuals: pastel-toned background and Jang Won-young's unique bright smile to convey a soft and friendly impression

-Repeated production of 'WON': Strengthen brand awareness by learning the word 'WON' throughout advertising

-Emphasis on accessibility in life: Easy to install apps and check pricing plan while holding a phone → Appeal for easy accessibility

Key message for advertising
"Don't spend too much, let's do WON Mobile."

"Our bank, which we can trust, makes it ourselves."

"A smart choice to start light."

Advertisements reiterate that they are "cheap but reliable in quality."

4. Key Target Analysis Targeted by Advertising

Our WON mobile ads are aimed at the following targets.


-The younger generation in their 20s and 30s: the MZ generation with a clear economic concept and oriented towards rational consumption

-Cost-effective customer base: Customers who are dissatisfied with existing fixed pricing plan of large carriers

-Woori Bank Existing Customers: Provides Integrated Benefits to People Already Using Woori Bank Accounts

Seniors Sub-Target: The generation of parents agonizing over their children's pricing plan (especially Jang Won-young's 'healthy' image works in a family-friendly way)

Advertisements especially show a strategy to instill the perception that "Now affordable phones can be pretty and sophisticated."

5. Reaction after the commercial launch

From the beginning of its launch, advertisements have gained high interest.
In particular, nicknames such as 'Jang Won-young Phone' and **'WON Phone' have appeared, focusing on SNS, YouTube, and blogs.

a positive response


"Thanks to WON YOUNG, your smartphone looks more sophisticated"

"I can trust Woori Bank and use it"

"WON song is addictive"

Concerns and requests for improvement


"I wish there were more pricing plan".

"Lack of offline store support"

In general, both advertisements and models are receiving very positive reviews, and the prevailing evaluation is that they contributed greatly to the rise in our WON Mobile's own brand awareness.

conclusion

Woori WON Mobile has presented a new standard of 'trust + cost-effectiveness + sophistication' in the affordable phone market.
The advertisement with IVE Jang Won-young convincingly delivered the change centered on the MZ generation, and it is also an important milestone for Woori Bank's brand youth strategy.